Viacom 18's Colors to launch on 21 July; unveils programming

Mumbai: Viacom 18's new Hindi General Entertainment channel Colors unveiled its line-up of eight shows. These range across genres from fiction-based social family dramas, fun-filled chat shows, high-voltage action reality shows, and blockbuster Hindi movies. Colors will be launched on Indian television screens on 21 July 7.00 p.m. onwards.

The programming line-up on Colors includes a combination of Akshay Kumar's reality-based show IDEA Presents Fear Factor Khatron Ke Khiladi to a fantasy drama Rahe Tera Ashirwaad. From Krishna's childhood glory in the epic tale Jai Shri Krishna to a drama Balika Vadhu on the social evil of child marriage.

The channel also presents the journey of a bride in Bandhan Saat Janamon Ka along with a tale of love in Jeevan Saathi. Also there is Rajbir and Kranti evoking patriotism in the period drama of Mohe Rang De. One can also catch the most talked about celebrities in their candid best at Sajid Khan's first ever talk show Sajid's Superstars.

Announcing the launch, Colors CEO Rajesh Kamat said, "Our differentiated content, coupled with disruptive scheduling and peppered with some of the biggest blockbuster Hindi movies, will help us deliver on our promise of 'cohesive viewing'."

He further added, "The wide spectrum of emotions covered in our programming offers something for everyone and everything for some. We are confident that every household in India will have some member or the other watching Colors between 7 and 11 p.m."

Colors has partnered with the country's leading production houses to offer the very best in Hindi entertainment to its viewers. The channel's production partners include Endemol India, Meenakshi Sagar Productions, Shakuntalam Telefilms, Playtime Creations, Sphere Origins, JayPranlal Mehta, Wizcraft Television and Deepti Bhatnagar Productions.

Talking of the programming line-up, Colors programming head Ashvini Yardi said, "We have partnered with industry heavyweights and finest production houses to showcase a line-up that is contemporary, fresh and with a universal appeal. Through our basket of shows, Colors will also present to Indian TV viewers some of the most exciting new talent."

Colors also announced its acquisition of some of India's latest blockbuster Hindi movies like Sinngh Is King, Bhootnath, Heyy Baby, Om Shanti Om, One Two Three, Dus Kahanniya and Sunday amongst many others.

Speaking on the marketing campaign roll-out, Kamat further added, "Colors on-air launch will be aggressively supported by a 360 degree marketing campaign that will showcase 'scale' and 'innovation'. Starting July first week Colors will be omnipresent across multiple platforms."

Source: Businessofcinem